Strategic Brand Concept-Image Management
Abstract
Conveying a brand image to a target market is a fundamental marketing activity. The authors present a normative framework, termed brand concept management (BCM), for selecting, implementing, and controlling a brand image over time. The framework consists of a sequential process of selecting, introducing, elaborating, and fortifying a brand concept. The concept guides positioning strategies, and hence the brand image, at each of these stages. The method for maintaining this concept-image linkage depends on whether the brand concept is functional, symbolic, or experiential. Maintaining this linkage should significantly enhance the brand's market performance.
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Sports brand positioning
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I’ll have the usual: how restaurant brand image, loyalty, and satisfac...
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The Determinants of Green Packaging that Influence Buyers’ Willingness...
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The differential effect of various stakeholder groups in place marketi...
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Neural Profiling of Brands: Mapping Brand Image in Consumers’ Brains w...
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Facilitation of consumer loyalty toward branded applications: The dual...
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The Effects of Perceived Retail Crowding on Attitude and Social Esteem...
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Customer responses to environmentally certified hotels: the moderating...
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Trust as mediator of corporate social responsibility, image and loyalt...
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An Integrated SEM Neural Network Approach to Study Effectiveness of Br...
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Examining consumer responses to cross-border brand acquisitions
-
Brand gender-bending
-
Strategic management of product and brand extensions: Extending corpor...
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Brand equity and financial performance
-
Understanding Brand Associations of Preferred Minor Hockey Tournaments...
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Antecedents and outcomes of brand love: utilitarian and symbolic brand...
-
Antecedents of consumers’ Halal brand purchase intention: an integrate...
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“What is beautiful we book”: hotel visual appeal and expected service ...
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Comparative values of variables related to brand logos
-
Decoding the effects of a product’s cast shadow in brand advertising
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How diverse is corporate brand management research? Comparing schools ...
-
Exploring the relationship between corporate social responsibility, br...
-
The destructive side of branding: A heuristic model for analyzing the ...
-
The soft side of branding: leveraging emotional intelligence
-
The gamification of trust: the case of China’s “social credit”
-
“A Newcomer” versus “First Mover”: Retail Location Strategy for Differ...
-
The Effect of Brand Authenticity on Brand Image and Brand Royalty in G...
-
Brand extension feedback effects: What do we know and where should we ...
-
Determinants of brand resurrection movements
-
Uncertainty avoidance and the exploration-exploitation trade-off
-
When and why does the name of the brand still matter?
-
A strategic approach to self-branding
-
Seller Beware: How Bundling Affects Valuation
-
Strategic and institutional sustainability: corporate social responsib...
-
L’image de marque employeur perçue par les salariés. Récits de l’expér...
-
Mass Customization and Guardrails: “You Can Not Be All Things to All P...
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The asymmetric effect of portfolio and image abstractness
-
Is brand value co-creation actionable? A facilitation perspective
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The impact of brand concept on brand equity
-
Popular Contemporary Window Display Composition and its Influences on ...
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Consumer evaluation of ingredient branding strategy
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Does Personality Matter?
-
Internet of Things: understanding trust in techno-service systems
-
Ritualization: A Strategic Tool to Position Brands in International Ma...
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An exemption for strong brands: the influence of brand community rejec...
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Green brand benefits and their influence on brand loyalty
-
The March of Dimes: branding in the not-for-profit sector
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Using best-worst scaling to reveal perceived relative importance of we...
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Sounds Big: The Effects of Acoustic Pitch on Product Perceptions
-
Unpacking brand management superiority
-
Environmental consciousness and brand equity
-
Impact of voluntary product recalls on utilitarian and hedonic attitud...
-
Intégrité, bénéfices et identification : trois leviers pour booster l'...
-
Difference Pattern of Online Shopping on Clothing Product for College ...
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Vom Symbolischen Markennutzen (On Symbolic Brand Equity)
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Identifying Customer Needs from User-Generated Content
-
Organisational impression congruence: A conceptual model of multi-leve...
-
Effective Communication Strategies for Store Remodeling
-
Brand management in a situation of an economic crisis
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The Stigma Turbine: A Theoretical Framework for Conceptualizing and Co...
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Brand relationships and risk: influence of risk avoidance and gender o...
-
Brand personality as a direct cause of brand extension success: does s...
-
Co-creation of brand identities: consumer and industry influence and m...
-
Brand Image Mapping: A Study on Bathing Soaps
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共同ブランドにおける親ブランドの一致に関する考察
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The effects of corporate brand symbolism on consumer satisfaction and ...
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Impact of symbolic product design on brand evaluations
-
Green consumer behavior: being good or seeming good?
-
Community Stakeholders and the Perception of Tourism Downtowns: An Ass...
-
The brand core and its management over time
-
Brands, love and family
-
The effects of downward line extension on brand trust and brand attach...
-
The influences of brand benefits on brand loyalty: Intermediate mechan...
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Les effets de l’extension verticale de gamme vers le bas sur la confia...
-
Online Reputation Mechanisms and the Decreasing Value of Brands
-
Brand Positioning Practices in Services Sector
-
What's in a Brand Name? Assessing the Impact of Rebranding in the Hosp...
-
The Impact on the College Satisfaction of College Image Formation: Bef...
-
Brand experimental value versus brand functional value: which matters ...
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Business Model Design
-
Patient satisfaction constructs
-
A Study on the Consumer Evaluation about the Experience of Mixed Emoti...
-
An extension of Aaker’s brand personality model from Islamic perspecti...
-
In the Eye of the Beholder? The Effect of Product Appearance on Shareh...
-
Enhancing Consumers' Affection for a Brand Using Product Design
-
Defining and Measuring the “Market for Brands”: Are Emerging Economies...
-
How readers’ perceived self-congruity and functional congruity affect ...
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Factors Important Impact on the Evaluation of Chinese Medical Service:...
-
Brand tribalism and self-expressive brands: social influences and bran...
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The Nobel Prize: the identity of a corporate heritage brand
-
Customer loyalty: exploring its antecedents from a green marketing per...
-
Effect of restaurant discount coupon depth on re-consumption willingne...
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Selection of Tourism Destination as a Representation of Human Values
-
Nonutilitarian Tourism Destination Positioning: A Case Study in China
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Brand Personality and Self Congruence in Laptop Computers
-
Identification and Aftermarket Personalization with Durable Goods
-
Effect Symmetry of Benefit Criteria in Postpurchase Evaluations
-
The structural semiotics paradigm for marketing research: Theory, meth...
-
Licensing a sports brand: effects of team brand cue, identification, a...
-
Out with the old and in with the new: a study of new kit sponsorship a...
-
Les mécanismes de la co-production d’une expérience : une approche par...
-
Fool’s Gold? Assessing the Impact of the Value of Airline Loyalty Prog...
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Consumer dominant value creation
-
An intellectual journey into the historical evolution of marketing res...
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Young consumers’ insights on brand equity
-
A value-creating framework for enhancing entrepreneurial learning in n...
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Branding from emerging countries: how to compete internationally?
-
Multidimensional Structures of Brand and Country Images, and Their Eff...
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How Attitudes Toward Product Categories Drive Individual Brand Attitud...
-
Exploring Country of Manufacture Effect on Strong and Weak Brands
-
Controlled, Uncontrolled Communication, Brand Name and Brand Attitude:...
-
Market and brand-oriented schools of positioning
-
Exhibitions as sub-brands: an exploratory study
-
Green Claims and Message Frames: How Green New Products Change Brand A...
-
Linking user experience and consumer-based brand equity: the moderatin...
-
The Customer Experience Framework as Baseline for Strategy and Impleme...
-
Attributes and retail format preference for branded pulses
-
Social media strategies and corporate brand visibility in the wine ind...
-
Identification and measurement of brand identity and image gap: a quan...
-
Comparisons of media types and congruence in positioning of service br...
-
Am I worth it? Gifting myself with luxury
-
Store personality and consumer store choice behaviour: an empirical ex...
-
Damaging brands through market research
-
How does individual low-carbon consumption behavior occur? – An analys...
-
Hotel loyalty programs: how valuable is valuable enough?
-
When Three Charms but Four Alarms: Identifying the Optimal Number of C...
-
Brand Personification through the Use of Spokespeople: An Exploratory ...
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Modeling the Dynamics of Service: The Creation of Customer Value
-
Product and Marketing Actions in a Competitive Scenario
-
Markenwirkungen
-
Identifying Core, Exciting, and Hybrid Attributes in Fans' Assessments...
-
Brand Who? Teaching Students the Value of Brand Personality
-
Branded Service Encounters: Strategically Aligning Employee Behavior w...
-
Wedded Bliss or Tainted Love? Stock Market Reactions to the Introducti...
-
The dimensions of prescription drug brand personality as identified by...
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Perceived value in community supported agriculture (CSA)
-
The effect of hedonic and utilitarian values on satisfaction and behav...
-
Examining the impact of experience on value in social marketing
-
Can Islam and status consumption live together in the house of fashion...
-
Evaluating the impact of corporate brand on consumer satisfaction
-
Purchase of branded commodity food products: empirical evidence from I...
-
Brand-Specific Design Effects: Form and Function
-
Corporate brand‐rapture theory: antecedents, processes, and consequenc...
-
Advertising Strategies
-
Antecedents and consequences of in‐store experiences based on an exper...
-
Desert or rain
-
The comparative influence of manufacturer and retailer brands on custo...
-
Value creation processes and value outcomes in marketing theory...
-
Creating and Interpreting Visual Storytelling Art in Extending Themati...
-
Symbolic Value Transfer for Commodity Differentiation: New Brand Creat...
-
More than Fit: Brand Extension Authenticity
-
Understanding Value – Beyond Mere Metrics
-
Gender differences in hedonic values, utilitarian values and behaviour...
-
Vers une clarification théorique de la notion de valeur perçue en mark...
-
Fuzzy promises: explicative definitions of brand promise delivery
-
Towards a Theoretical Clarification of Perceived Value in Marketing
-
Brand Concepts as Representations of Human Values: Do Cultural Congrui...
-
The Impact of Brand Equity on Customer Acquisition, Retention, and Pro...
-
The Effects of Brand Name Structure on Brand Extension Evaluations and...
-
Employee as symbol: stereotypical age effects on corporate brand assoc...
-
Chapter 10 Analyzing the B2B Brand Value Chain
-
Chapter 12 Economic Value, Frames of Reference, and the Impact of Fram...
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Does advertising matter to store brand purchase intention? A conceptua...
-
The role of emotional aspects in younger consumer‐brand relationships
-
Developing brand identity for Slovenia with opinion leaders
-
Identifying the Role of Self-Congruence on Shopping Behavior in the Co...
-
Factors influencing mobile services adoption: a brand‐equity perspecti...
-
The role of brand image congruity in Chinese consumers' brand preferen...
-
Exploring the Dynamics of Antecedents to Consumer-Brand Identification...
-
From Aaker to Heere: A Review and Comparison of Brand Personality Scal...
-
Developing and Applying a Place Brand Identity Model: The Case of Slov...
-
Substitution d’enseignes
-
The impact of culture on luxury consumption behaviour among Iranian co...
-
Postvisit Destination Loyalty Judgments...
-
Influence des recommandations d'internautes: le rôle de la présence so...
-
Influence of the Recommendations of Internet Users: The Role of Social...
-
Consumers' perceptions of the dimensions of brand personality
-
Relationships among Brand Identity, Brand Image and Brand Preference: ...
-
Reciprocal transfer effects for brand extensions of global or local or...
-
The Asymmetric Effects of Extending Brands to Lower and Higher Quality
-
Consumer perceptions of brand functions: an empirical study in China
-
Understanding brand identity confusion
-
The Multi‐Sensory Sort (MuSeS)
-
A conceptual investigation into the effects of cultural animosity on M...
-
An exploration of fashion retailer own brand strategies
-
B2B services branding in the logistics services industry
-
External validity of market segmentation methods
-
How can corporate social responsibility activities create value for st...
-
A Study on the Influence of Personal Values on Attitude toward Converg...
-
Dilution and Enhancement of Celebrity Brands through Sequential Movie ...
-
Marktorientiertes Sportmanagement: Empirische Analyse des Einflusses d...
-
Formation of Consumer Price Expectation Based on Package Design: Attra...
-
Exploring the relationship between corporate, internal and employer br...
-
Brand Story and Perceived Brand Image: Evidence from Taiwan
-
City image and museums: the case of Istanbul
-
SME brand building and management: an exploratory study
-
Consumer responses to brand extensions: a comprehensive model
-
Searching for boundary conditions for successful brand extensions
-
Effects of brand personality on brand trust and brand affect
-
The roles that artefacts play: technical, social and aesthetic functio...
-
A Case Analysis of the Introduction of LG Chemical Ltd.'s Integrated B...
-
Proposition d'une mesure psychométrique du capital client de la marque
-
Drivers of Brand Commitment: A Cross-National Investigation
-
What Makes Brands Elastic? The Influence of Brand Concept and Styles o...
-
The Drivers of Green Brand Equity: Green Brand Image, Green Satisfacti...
-
Design Management as Strategic Action to Emotional Society and Experie...
-
Human values and attitudes toward bank services in Brazil
-
Drivers of International E-Tail Performance: The Complexities of Orien...
-
Status consumption in cross‐national context
-
Consumer-Based Brand Equity Conceptualisation and Measurement...
-
Consumer Innovativeness and the Use of New versus Extended Brand Names...
-
The Impact of Globalization and Contemporary Technological Paradigms o...
-
Consumo hedónico e utilitário e atitude face à publicidade
-
Consumo hedónico e utilitário e atitude face à publicidade
-
The evolving brand logic: a service-dominant logic perspective
-
Value-based segmentation of luxury consumption behavior
-
Chapter 3 Manufacturer brand benefits: mixed methods scaling
-
Defining the essence of a university: lessons from higher education br...
-
Dilution of brand extensions: a study
-
Regulating Market Language: Market Failure in Descriptive Signals
-
Exploring the use and impact of LCA-based information in corporate com...
-
The role of branding in public health campaigns
-
Strategic framework for brand integration in horizontal mergers and ac...
-
Symbolic purchase in sport: the roles of self‐image congruence and per...
-
Two dimensions of attribute importance
-
Brand Portfolio Strategy and Firm Performance
-
Expérience de consommation télévisuelle et médiation sociale: le cas d...
-
Televisual Consumption Experience and Social Mediation: The Case of th...
-
-
Relationship between Brand Personality and the Personality of Consumer...
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Customer satisfaction and loyalty: start with the product, culminate w...
-
Advertising Strategies
-
Country of origin, brand image perception, and brand image structure
-
Conspicuous consumption among middle age consumers: psychological and ...
-
Effect of brand extension strategies on brand image
-
The moderating effect of brand image on public relations perception an...
-
Well-being Marketing: An Ethical Business Philosophy for Consumer Good...
-
Brand Management in Small to Medium-Sized Enterprises*
-
Investigating the Idiosyncratic Nature of Brand Value
-
Consumer Well-Being (CWB): The Effects of Self-Image Congruence, Brand...
-
Norm violations and the role of marketplace comparisons in positioning...
-
The effects of corporate brand attributes on attitudinal and behaviour...
-
The nature of trust in brands: a psychosocial model
-
Positioning strategies of international and multicultural‐oriented ser...
-
The Taxonomy, Model and Message Strategies of Social Behavior
-
Understanding the Relationships Between Functional, Symbolic, and Expe...
-
Revitalising suffering multinational brands: an empirical study
-
The Good, the Bad, and the Unfamiliar: The Challenges of Reputation Fo...
-
Customer Value Creation: A Practical Framework
-
Rediscovering consumer‐producer involvement
-
Achieving Marketing Objectives through Social Sponsorships
-
Human Brands: Investigating Antecedents to Consumers’ Strong Attachmen...
-
Consumer evaluation of brand alliance signals
-
The role of product type and country-of-origin in decisions about choi...
-
The perceptions of the BMW Mini brand: the importance of historical as...
-
Does the tail wag the dog? Brand personality in brand alliance evaluat...
-
Patent Citation, R&D Spillover, and Tobin's Q: Evidence from Taiwan Se...
-
The explanatory foundations of relationship marketing theory
-
Emotional Branding and the Strategic Value of the Doppelgänger Brand I...
-
Antecedents of the difference in perceived risk between store brands a...
-
Improving attitudes toward brands with environmental associations: an ...
-
Se servir du mouvement des yeux durant la lecture comme mesure implici...
-
The Impact of Cobranding on Customer Evaluation of Brand Counterextens...
-
Radical Brand Evolution: A Case-Based Framework
-
A functional and symbolic perspective to branding Australian SME winer...
-
Brand extensions: brand concept congruency and feedback effects revisi...
-
Need for Cognition as Determinant of Response to Rational and Emotiona...
-
Customer perspectives on the role and importance of branding in Irish ...
-
Universal appeals with local specifications
-
Proposition d'échelle de mesure de l'authenticité perçue d'un produit ...
-
Repertory grid analysis: an application to the measurement of destinat...
-
消費者行動における自己表現と自己概念
-
A Conceptual and Measurement Comparison of Self-Congruity and Brand Pe...
-
Positive brand extension trial and choice of parent brand
-
Attitude and satisfaction in a traditional food product
-
Let’s be strange: brand familiarity and ad‐brand incongruency
-
Measuring the Hedonic and Utilitarian Dimensions of Consumer Attitude
-
Core value‐based corporate brand building
-
Country‐of‐manufacture effects for known brands
-
A Descriptive Narrative of Healthy Eating
-
The Impact of Extension Success/Failure and Congruity/Incongruity on F...
-
Premiers test et validation de la transposition d'une échelle de perso...
-
Brand choice in gift‐giving: recipient influence
-
Identifying Brand Image Dimensionality and Measuring the Degree of Bra...
-
Country‐of‐origin and brand effects on consumers’ evaluations of cruis...
-
Un modèle intégrateur du capital-client de la marque: une perspective ...
-
The effects of promotional activities on brand decision in the cellula...
-
Markenprofilierung und Markentransfer
-
Consumers and brands: a study of the impact of self‐image congruence ...
-
Packaging communication: attentional effects of product imagery
-
Uncovering the links between brand choice and personal values among yo...
-
Korean consumers’ patronage of discount stores: domestic vs multinatio...
-
Managing Images in Different Cultures: A Cross-National Study of Color...
-
Positioning strategies in business markets
-
The Impact of Ad Repetition and Ad Content on Consumer Perceptions of ...
-
Added value: its nature, roles and sustainability
-
Profiling Healthy Eating Consumers: A Psychographic Approach to Social...
-
Sustainable competitive advantage for educational institutions: a sugg...
-
The Impact of Brand Extensions on Parent Brand Memory Structures and R...
-
Reputation Management as a Motivation for Sales Structure Decisions
-
Capital marque et étendue verticale de la ligne de produits
-
Brand Equity Dilution: Retailer Display and Context Brand Effects
-
Success factors of line extensions of fast‐moving consumer goods
-
The Malleable Self: The Role of Self-Expression in Persuasion
-
A brand new world for nonprofits
-
Using Advertising Alliances for New Product Introduction: Interactions...
-
Brand Positioning through Advertising in Asia, North America, and Euro...
-
The Ownership Effect in Consumer Responses to Brand Line Stretches
-
Brands - Dead or Alive?
-
How Brand Names Affect the Demand for Twin Automobiles
-
Fashion involvement, self‐monitoring and the meaning of brands
-
Symbolic and functional positioning of brands
-
Exploring for Competitive Advantages in Business Markets
-
Dominance and dilution: the effects of extending master brands
-
Low involvement brands: is the brand manager to blame?
-
Customer value: The next source for competitive advantage
-
Markenwert und Extensionspotential
-
Vertical brand extensions: current research and managerial implication...
-
Composite Branding Alliances: An Investigation of Extension and Feedba...
-
Understanding brand equity for successful brand extension
-
Le territoire-produit : étude des frontières cognitives de la marque
-
The Effects of Culture and Socioeconomics on the Performance of Global...
-
Stock Market Reactions to Brand Extension Announcements: The Effects o...
-
CORPORATE VOICE in Relation to Product Brands
-
Exploring the Symbolic Meaning of Brands
-
Brand Orientation – A Strategy for Survival
-
The Importance of the Brand in Brand Extension
-
The Effect of Brand Portfolio Characteristics on Consumer Evaluations ...
-
To Extend or Not to Extend: Success Determinants of Line Extensions
-
Foreign Branding and Its Effects on Product Perceptions and Attitudes
-
National branding strategies and economic development: Implications fo...
-
ブランド・エクィティ研究の展開
-
Sustainable Competitive Advantage in Service Industries: A Conceptual ...
-
Conceptualizing, Measuring, and Managing Customer-Based Brand Equity
-
The Effects of Brand Extensions on Market Share and Advertising Effici...
-
Truth in Marketing Theory and Research: An Alternative Perspective
-
Book Review: Managing Brand Equity: Capitalizing on the Value of a Bra...
-
Research at the Marketing Interface to Advance Entrepreneurship Theory
-
The Effects of Sequential Introduction of Brand Extensions
-
A framework for the conceptualization, design, and strategic managemen...
-
Consumer Evaluations of Brand Extensions
-
Information Processing from Advertisements: Toward an Integrative Fram...
-
Managing What Consumers Learn from Experience
-
Effects of green brand communication on brand associations and attitud...
-
Literaturverzeichnis
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